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Crisis - Strategic Management in Public Relation

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  • Saari Ahmad

    (Universiti Utara Malaysia)

Abstract

This is a concept paper to explore the strategic management approaches in public relations during crisis. The main objective of this article is to identify the most effective action plan for Public relation. The review of the strategic management in public relations literature reveals that the relationship between strategic management and public relations is still vague. Four stages were identified in the process of establishing the action plan for public relations and eleven strategic actions were captured based on the review of literature as well as past working experience of the author. The four stages are environmental assessment, strategic assessment, implementing the action plan lastly evaluation and corrective actions. In addition eleven strategic actions were identified for effective public relations.

Suggested Citation

  • Saari Ahmad, 2012. "Crisis - Strategic Management in Public Relation," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 2(4), pages 173-193, October.
    • Handle: RePEc:hur:ijaraf:v:2:y:2012:i:4:p:173-193
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    References listed on IDEAS

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    More about this item

    Keywords

    Strategic management in Public Relations; strategic action plan;

    JEL classification:

    • H12 - Public Economics - - Structure and Scope of Government - - - Crisis Management

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